Before a prospective client decides to work with you, they need to be convinced that your product or service can deliver. And while you can sing your own praises all day long, there’s no doubt that hearing positive noises from people who have already worked with you can have a big impact on decision-making.
So, using customer testimonials in your marketing is clearly a no brainer.
How testimonials work – the psychology
People are influenced by the actions of others, especially in situations of uncertainty. We’re social animals, largely followers – if someone else has made the same decision we’re thinking of making, then we immediately feel safer.
We’re lemmings.
The testimonial taps into our innate desire to make the right choice by following the behaviour of others, especially those from similar professional contexts. Testimonials provide us with validation, offering some reassurance that others have already experienced and vetted the service or product.
In business, there are risks associated with engaging third parties. That’s why procurement departments exist.
But it’s not just about business risk – personal reputations are at stake too.
Testimonials from industry peers or known and respected companies, help to ease that sense of risk – offering evidence that a product or service is up to scratch. Seeing an endorsement from someone with equal or greater authority gives the prospective customer more confidence in their decision.
No one wants to sully their own professional reputation.
No-one ever got fired for buying IBM. Or so they say.
How to make testimonials work for you
So, testimonials provide evidence that you can do what you say you can do. They provide some comfort and reassurance that the buyer isn’t going to make a fool of themselves. And they work particularly well when:
- The testimonial is specific about outcomes
- The person providing it is perceived as credible or relatable
- The testimonial aligns with the buyer’s own industry or challenges
In B2B, where trust and due diligence are paramount, testimonials add weight to your sales pitch.
But simply having testimonials isn’t enough. To really make them work, you need to turn them into marketing assets that engage, persuade, and help to build trust.
So, here are five practical ways you can leverage your customer testimonials to elevate your communications.
Turn testimonials into case studies
A case study transforms a simple testimonial into a full narrative that gives context, demonstrates problem-solving, and highlights results. Use the testimonial to tell a story about how another business, facing a similar problem, found a solution in your product or service.
To create an effective case study:
- Start with the problem or challenge: What was the client struggling with?
- Show how your solution helped: How was your product or service implemented and how did it address the client’s needs?
- Highlight measurable results: How did your solution increase productivity, save money or improve sales? Prospective customers like to envisage what they’ll achieve.
People like stories. By turning testimonials into case studies, you give prospects a clearer picture of what it’s like to work with you. And remember once you have a case study, you can utilise it in multiple formats – downloadable PDF, webpage, social media post or PowerPoint slide – it becomes a really useful asset.
Incorporate testimonials into your website
Your website is often the first place prospective customers go following their first contact with you – it offers an important first impression of your brand, so make sure your best testimonials are front and centre. Don’t bury them on a page that no one ever visits – integrate them into key areas of your site, where they can reinforce your message and address objections.
Where to place them:
- Homepage – your homepage is a great place to highlight your best testimonials as social proof for anyone exploring your business for the first time.
- Product or landing pages – pair testimonials with product or service descriptions. When a prospect reads about a specific service or feature, seeing a related client endorsement right next to it adds useful credibility.
- Pricing pages – placing relevant testimonials next to your pricing information can help counter objections and justify the cost of your service.
Use client names, job titles, and photos if possible – it helps to make testimonials them more relatable.
Use testimonials in social media
Social media is a good platform for sharing your success stories.
Posting short, punchy testimonials on LinkedIn for example, is an easy way to showcase your value to potential customers – simply turn them into eye-catching visuals with a short quote and client details.
And share long-form, detailed testimonials (that perhaps dive deeper into the client’s experience), as longer posts.
Authenticity is key, so as far as possible, stick to the wording your customer has written – and tag your clients to boost the reach of your posts.
Feature testimonials in your sales decks and pitches
When pitching to prospective clients, there’s no better way to back up your claims than by showcasing your success. A well-placed testimonial in a sales deck can deliver instant credibility.
But remember that phrase, ‘well-placed’.
Don’t just drop testimonials into decks at random – make them relevant. Sounds obvious doesn’t it? But try to choose testimonials from clients that match the industry or maybe the size of the prospect you’re pitching to.
And, if you know your prospect has a specific problem, use a testimonial that directly addresses that point. Let them see themselves in the testimonial – make it relatable.
Two more tips here:
- Use visuals – don’t just drop in a block of text. Bring it to life with images, statistics or graphics if you can.
- Ideally, use testimonials that highlight long-term relationships and customer loyalty. Repeat business and customer retention speak volumes.
Turn testimonials into email marketing content
CRM email programmes remain one of the most effective B2B marketing channels. By weaving testimonials into your nurturing campaigns, you’re gently reminding prospects of your value.
So include testimonials in your nurture sequences, especially after prospects engage with your content but before they reach the sales stage. Hearing from real customers can help push them further down the funnel.
Try dedicating entire emails to highlighting a client case study. Incorporate the testimonial giver in your headline e.g. “See how [Client Name] improved productivity by 30% in just one month with our software.”
Remember, try to ensure you’re using testimonials that are appropriate by industry – make sure the pain points you are addressing are problems that you know your prospective customers are likely to face – as in all marketing, make your message relevant to your audience.
Don’t be shy, get your successes out there.
Prospects want to hear from people who’ve been in their shoes. When you add real success stories to your marketing through engaging, persuasive content, you’ll enhance your reputation and ultimately, drive conversions.
So if one of your customers is telling you what a great job you’re doing, ask them to write it down for you and get their permission to use it. Most customers will be flattered and say yes.
And once you’ve got it, shout it from the rooftops.
If someone is kind enough to blow your trumpet, the least you can do is amplify it.
